Artificial intelligence (AI) is already taking the marketing industry by storm. From transforming jobs to enhancing professional roles and creating ample opportunities, AI is proving to be an effective asset for global marketers.
New technologies are constantly being introduced within the umbrella term AI. These new AI technologies include computer vision, machine learning, natural language generation and natural language processing. All are capable of performing various types of cognitive tasks just like humans and in some cases way better than humans.
The application of AI is quite noticeable across every field of marketing. One such area of interest is content marketing. In the content marketing universe, AI is helping marketers by making the entire process of content planning, creation, and distribution more effective. By examining user data, AI is enabling content marketers to create content that resonates with the intent and demand of users. It is helping content creators and marketers efficiently utilize intelligence to derive valuable insights which later can be used to develop engaging content.
Even Gmail is using AI to predict what the user will type next and then make automatic relevant suggestions so that typing becomes faster and the user doesn’t have to waste time thinking what to write next. Grammar and spelling check software like Grammarly is also backed by AI, which makes recommendations to the user on how they can write better.
Areas of Application of AI in Content Marketing
In the content marketing field, AI is already playing a crucial role by taking charge of mundane content marketing activities like blog topics planning, keyword discovery, testing landing pages, scheduling social media posts, automating content and reviewing analytics.
This assistance is indeed proving beneficial for content marketers as they can now focus more on higher-value activities and improve business performance. Machines today possess the capability to perform minor content works while marketers do the job of enhancing the content quality further.
Artificial intelligence has lots of potential that can be explored in the field of content marketing.
5 Ways Content Marketing Benefits from AI
1. Enables Creation of Personalized Content
Customized content that caters to individual preferences is very much in demand. However, content marketers often struggle to create content specific to each of their viewers. To develop customized content, the marketing team needs access to customer data which can be analyzed to extract valuable insights for putting plans into action.
Earlier personalization in content creation was a challenge. But with AI-driven software and machine learning systems, relevant data from website visitors and customers can be easily collected, and customer preferences can be tracked to create content that fits individual taste. For instance, with tools like OneSpot, which uses AI-based algorithms, marketers can track customer engagement using web interaction data to provide personalized content.
2. Automates Content Generation
Manual content creation may be a thing of the past. There may come a time when machines completely replace writers and create human-like content that sounds and emotes like humans. Many companies, like The Associated Press, The Washington Post, and Fox, are already using AI to automatically generate content. Without prior knowledge, you would have a hard time figuring out which content is generated by algorithms and which are by humans.
Marketers can use AI to create simple stories, reports, and content updates. With each technological advance, machines are becoming even more efficient at imitating human behavior, skills, and most importantly, intelligence. That’s the excellence of AI getting infused into the content system across various creator platforms.
3. Allows Ability to Predict Content
Planning content that resonates with your audience is the key to your successful content marketing strategy. However, often this planning is time-consuming as marketers face difficulty in evaluating which type of content is liked by their audience and planning the content accordingly.
Now, here comes artificial intelligence to the rescue. AI enables marketers to predict what type of content will be liked by the targeted audience and which content forms are trending. Based on the analytics and algorithms, the content team can plan blog posts, video content, or ebooks to create engaging content that the audience finds relevant and useful.
4. Drives Higher Engagement with Chatbots
When it comes to improving the customer experience with a brand, AI-driven Chatbots are the ones that most online businesses rely on today. These Chatbots are computer programs that use artificial intelligence to mimic human conversation and interact with the user to answer their real-time queries and concerns. They perform quasi-conversations with the customer, providing 24/7 customer support to address their needs. Using machine learning, Chatbots observe, examine, and track every conversation to enhance interactions. Higher engagement levels can be achieved using Chatbots as they can adjust according to the changing requirements of customers.
One such example of Chatbots utilization is Facebook Messenger, where the computer program is used to answer real-time customer questions. Even brands like Uber use Facebook Messenger Chatbots to enable users to request a ride even without opening the app. Similarly, Chatbots can be further used to send promotional content to the user based on insights derived from chat interactions so that they can be assisted with useful materials.
5. Saves Time with Automated Content Tasks
Most repetitive and manual content tasks can be easily automated with the help of artificial intelligence. Activities like searching market trends, analyzing data, scheduling posts, etc., can be done by AI, which saves a lot of time and money.
If you search within your content team, you’ll find lots of tasks that can be automated, freeing your team to work on more important things while the machine takes charge. Using AI-powered marketing tools, you can hand over the pressure of smaller activities while you invest your valuable time in better analyzing, measuring, promoting, optimizing, planning, and personalizing the content to boost its performance.
Artificial intelligence is changing the way content creation works. Slowly, smaller tasks are being handed over to machines, allowing people to focus more on creating value and enhancing the quality of blogs, whitepapers, videos, and other content formats.
Besides providing insightful reports, AI and its related technologies are altering the way marketing channels work. From aiding in customer interactions to delivering brand messages, AI is everywhere. Soon algorithms backed by data science will completely transform how we practice content marketing and other marketing techniques. This is just the beginning of the next level of marketing, where machines will dominate and have greater control.
Lauren Williams is a Social Media Manager at MedicoReach. She's been working in the B2B healthcare industry for a decade. Through her blogs, she keeps the industry updated on latest trends, developments, and advances across various segments. Find her on Twitter @Lauren7321 and @MedicoReach.